Foreign Languages in Advertising

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Sprache: Englisch

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Beschreibung

This book presents a comprehensive account of the use and effects of foreign languages in advertising. Based on consumer culture positioning strategies in marketing, three language strategies are presented: foreign language display to express foreignness, English to highlight globalness, and local language to appeal to ethnicity (for instance, Spanish for Hispanics in the USA). The book takes a multidisciplinary approach, integrating insights from both marketing and linguistics, presenting both theoretical perspectives (e.g., Communication Accommodation Theory, Conceptual Feature Model, Country-of-origin effect, Markedness Model, Revised Hierarchical Model) and empirical evidence from content analyses and experimental studies. The authors demonstrate that three concepts are key to understanding foreign languages in advertising: language attitudes, language-product congruence, and comprehension. The book will appeal to students and researchers in the fields of sociolinguistics, applied linguistics, psycholinguistics, marketing and advertising.

Über den Autor

Jos Hornikx is Professor in the Department of Language and Communication and the Centre for Language Studies, Radboud University Nijmegen, Netherlands.

Frank van Meurs is Assistant Professor in the Department of Language and Communication and the Centre for Language Studies, Radboud University Nijmegen, Netherlands.

Zusammenfassung

Combines a linguistic perspective and a marketing perspective on language choice in advertising

Combines theoretical perspectives on foreign language in advertising with empirical support

Discusses three language strategies: expressing foreignness, highlighting globalness, and appealing to ethnicity

Inhaltsverzeichnis

PART I: Introduction and Theoretical Backgrounds.- 1. Introduction.- 2. Theoretical Perspectives.- PART II: Foreign Language Strategies.- 3. Foreign Language Display.- 4. English as a Global Language.- 5. Ethnic Language.- PART III: Complexities and Conclusions.- 6. Extensions and Complexities.- 7. Conclusions and Implications.

Details

Erscheinungsjahr:	2021
Genre:	Allg. & vergl. Sprachwissenschaft
Rubrik:	Sprachwissenschaft
Medium:	Taschenbuch
Inhalt:	xxi 253 S. 5 s/w Illustr. 253 p. 5 illus.
ISBN-13:	9783030316938
ISBN-10:	3030316939
Sprache:	Englisch
Ausstattung / Beilage:	Paperback
Einband:	Kartoniert / Broschiert
Autor:	Meurs, Frank van Hornikx, Jos
Auflage:	1st ed. 2020
Hersteller:	Springer International Publishing Springer International Publishing AG
Maße:	210 x 148 x 16 mm
Von/Mit:	Frank van Meurs (u. a.)
Erscheinungsdatum:	26.08.2021
Gewicht:	0,361 kg

Artikel-ID: 119467982